More payment choices? Apple's App Store now allows external purchase options

US app developers can now integrate external links and calls to action for in-app purchases, allowing them to bypass Apple's commission fees.

Image: Brett Jordan

Exciting news for app developers! Apple has finally updated its App Store guidelines, now permitting you to share direct purchase links within your app, granting users access outside the traditional Apple ecosystem. This significant policy shift comes as the Cupertino-based tech giant announced revisions to its App Store rules today, explicitly allowing the integration of external links, buttons, and other calls to action that seamlessly direct users to your own purchasing platforms.

This marks a monumental development, as Apple previously maintained strict control over third-party purchase options, compelling users to transact solely through the App Store's payment system. This restriction often came with a substantial cost for developers, amounting to nearly a 30% commission on purchases made through Apple's system. While the tech giant had incrementally reduced this commission to 27% for external payments in recent years, the new development arrives on the heels of a decisive ruling by a US court. The court mandated that Apple allow apps listed in its App Store to redirect users to their websites for digital purchases, explicitly stating "without any commission or any fee on purchases that consumers make outside an app" in the landmark Epic Games case against Apple.

However, it's crucial to note that this advantageous change to Apple's App Store will initially benefit US app developers exclusively, enabling them to incorporate external subscription links directly to their websites. Apple, in its official announcement blog, referenced the specific clauses within the App Store guidelines that have been amended to accommodate this new functionality. These key changes are reflected in Guidelines 3.1.1, 3.1.1(a), 3.1.3, and 3.1.3(a). Specifically, Guideline 3.1.1, which addresses in-app purchases, now permits developers within the United States to include buttons, external links, or other calls to action specifically when allowing users to explore NFT collections owned by others.

Furthermore, Guideline 3.1.1(a), which pertains to "reader" apps, now allows the United States storefront to incorporate buttons, external links, or other calls to action that redirect users to external websites without the previously required entitlements necessary in other countries. It's important to recall that an "entitlement" in this context was Apple's permission for developers to include a single informational link within their app for specific purposes.

Despite implementing these court-ordered changes, Apple has publicly stated its strong disagreement with the US High Court's ruling and intends to pursue an appeal to reverse the decision. While the outcome and timeline of this appeal remain uncertain, the current development is undoubtedly a significant victory for app developers in the United States. They are now liberated from the burden of paying substantial commissions to Apple on transactions occurring outside the App Store's direct ecosystem. This newfound flexibility promises increased revenue potential and greater control over their business models.